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dynamic contentDive in to learn how to identify content opportunities based on your customer’s buyer’s journey. The three lessons include:
  • Questions your customers are asking
  • Finding content gaps across the customer journey with keyword groups
  • Targeting optimizations to your buyer personas at each stage of their buyer’s journey
🚨Note: Please make sure to click the “start course” button at the bottom of the course and the “complete course” button at the end to get credit for completing the course 🚨
Conductor customers: Review this lesson in our Community
The questions users ask in search engines can help you understand your customers and their pain points. Learning what these questions are is a great strategy to introduce your brand as a trusted resource for consumers who may not be familiar with you or your expertise.This workflow covers how to use Conductor to research what questions your customers might be asking relevant to your products and services. This can help you to meet potential customers at the earliest stage of their buyer’s journey, to build brand affinity, and to put you in a great position to win customer loyalty.
  1. Start your keyword research in Research as described in the Keyword Research for a topic with Research lesson.
  2. At the top of the Related Keywords tab, click the Questions quick filter to show question-based keywords related to your topic.
  3. Take note of the questions you think are relevant to your business.
  4. Go to Result Types ↗️.
  5. If you want, choose a keyword group to focus on from the Select Keyword Groups filter.
  6. Scroll to the Result Types by Keyword table and select Answer Box and People Also Ask from the Result Type filter on the left. Doing this shows the keywords associated with questions that Google is answering in the search results with specialized result types.
  7. Select the blue arrow to the left of the keyword to see the top People Also Ask questions and answer box results.
  8. Take note of the results that appear for these keywords. This research shows you what questions Google is actually presenting in the SERP results. You can use this phrasing in your own content to try and gain ownership of these result types which have a high clickthrough rate. Note that Google reports URLs inconsistently in People Also Ask results. Thus, you might see either the URL associated with the PAA result or the questions in the PAA result.
  9. Go to Content Guidance ↗️, where we can find the exact questions that top-ranking pages already address with their content.
  10. Enter the keyword you want to research into the search bar. If you have an existing page you are optimizing for the keyword, you can also add the URL.
  11. Click Get Guidance.
  12. In the top-left, select Content Insights from the filter and scroll to the Questions to Answer section. This will show you the questions being answered on the top-ranking pages.
  13. Click the arrow in the top-right corner of the widget to see which competitors are answering which questions.
  14. Take note of the questions that appear on these pages. Use this information to see exactly what kind of questions top-ranking pages are already targeting. We can add the most relevant questions into our own content to better compete with the pages that Google already recognizes as answers to the questions with its top-ranking search results. dynamic content
What’s next?
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Search intent—the “why” behind all your customer’s searches—can vary widely depending on where a customer is in their buying journey.As a business, it’s important to meet each potential customer at their present point in their buyer’s journey. To do this you need to understand keywords from your customers’ perspective to make sure your site has content that addresses relevant topics throughout the customer journey. However, if your organization has a large amount of content on its website, it can be challenging to identify gaps in that content.In Conductor, you can use keyword groups to understand for which stage in the customer journey your web property is most and least visible. With this information, you can prioritize where to spend time optimizing your content to address any gaps.Keyword GroupsBefore you begin, you’ll need to create keyword groups based on the different stages in the customer journey. Common examples of stages include Exploration (such as early-stage education about a topic), Consideration (such as middle-stage comparison between solutions), and Decision (such as late-stage purchase-specific content).As you create these keyword groups, define the specific keywords that should belong in each stage of the customer journey. We recommend basing each stage on your organization’s definitions for each stage. Consider the following example:dynamic contentConsider also using a naming convention for your keyword groups that makes them easy to find among your other groups. For example, you can use:
  • “Customer Journey: Early / Exploration”
  • “Customer Journey: Mid / Consideration”
  • “Customer Journey: Late / Decision”
After creating a keyword group for each stage, we can use them to evaluate performance of each keyword group associated with a customer journey stage using the Keyword Groups, Keywords, and Market Share reports.
  1. In Conductor, go to Keyword Groups ↗️.
  2. Enter “Customer Journey” in the search bar above the table to filter to see the customer journey stage keyword groups you created above.
  3. Identify a customer journey stage keyword group for which you can prioritize your SEO efforts. You might use different metrics to decide which group to prioritize. For example, you might choose the group with:
  • The highest Average Content Opportunity Score, indicating a strong opportunity for optimization.
  • The lowest percentage of keywords ranking on the first page of search results, suggesting that there is room for improvement in terms of visibility.
  • The lowest average rank or market share of the first page, indicating that the keyword group is not performing as well as it could be in terms of rank or market share.
  1. Click the keyword group you identify to go to the Keywords report, pre-filtered to show data for only that keyword group.
  2. Review the Keywords table to see the performance of specific keywords that belong to the group. Make a note of keywords that may be contributing to the low visibility of the group based on their performance. This can help you identify topical areas where you can make improvements to your content for this stage of the customer journey.
  3. Go to the Market Share ↗️ report.
  4. From the Select Keyword Groups filter, choose each of the customer journey stage keyword groups you created.
  5. Review the Market Share report to see how well your website is doing across each stage of the journey compared to your competitors. Are there competitive gaps that you should fill? This can provide another way to prioritize the content to focus on optimizing.
Using the information you gathered during this workflow, create content creation or optimization briefs for your Content team. As new content is published and existing content is optimized, you can use this workflow to monitor the progress of your content across your customer journey stages.What’s next?Associating keywords with the stages of the customer journey, and then using groups of those keywords to gain insight into your website’s performance across that journey, you can help to identify gaps to fill. As you fill those gaps, you’ll be meeting your customers where they are, and never missing out on building brand affinity.
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Having engaging and effective content that supports your audience at each step in their buyer’s journey can help drive conversions and revenue. Mapping marketing personas and buyer’s journeys can help to ensure you have content that is being found in search, is resonating with all of your target personas, and driving results for your bottom line.You can use Conductor to build page groups that track the kinds of content you create for personas at each stage of their buyer’s journeys. Then, you can analyze their performance in the Page Groups report and identify which stage or stages to focus your content optimization on.
  1. You can repeat this approach for any marketing persona your organization might use. Just be sure to maintain a clear, easily repeatable naming convention like the one in the example above. (For instructions to create page groups, refer to this Knowledge Base article.)
  • Persona: New College Student - Awareness
  • Persona: New College Student - Consideration
  • Persona: New College Student - Conversion
  1. In Conductor, review your performance and identify areas for optimization by going to Page Groups ↗️.
  2. In the All visits over time… chart, use the menu on the upper-right corner of the widget to choose the page groups associated with the persona you want to investigate. You can click Deselect All to clear your current selections, and then search for the relevant groups. This shows you a visual comparison of the performance for each of your buyer’s journey stages for this one persona. Consider adding this widget to a new Workspace you can use to track and report on progress over time. dynamic content
In the table at the bottom, use the search bar to search for your persona (this should be easy if you’ve used the naming convention described in the section above). You are left with the page groups associated with the different buyer’s journey stages for your persona.dynamic contentThis table now shows you the specific values for your page group performance. Use this to help understand how to best select the buyer’s journey stage that you want to focus your optimization on. If you are building a Workspace to help track your progress, consider adding this widget as well.What’s next?Knowing where your content is getting views (and where it is not) can help you know where to focus your limited time for optimization. Associating that work with personas and the buyer’s journey can help you understand more about what your performance means—knowing who your message and brand are connecting with and how well.Once you know where to focus, you can optimize your content. Not sure where to start with optimization? Refer to the Draft new and existing content with Writing Assistant lesson to learn more.
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You have completed this course! To keep learning more workflows, check out our additional courses.